The Born Korea to raise prices by average 11% across 11 brands

"Rising costs of raw materials, labor and other operating expenses"

The Born Korea CEO Baek Jong-won [The Born Korea]
The Born Korea CEO Baek Jong-won [The Born Korea]

Eleven restaurant brands under The Born Korea — including Rolling Pasta and Paikboy Pizza — will raise prices on select menu items starting June 9.

According to industry sources Thursday, The Born Korea plans to raise prices on select items across 11 of its restaurant brands by an average of about 11% starting June 9. The affected items account for roughly 20% of each brand's total menu. The company currently operates 25 restaurant brands in total, and 44% of them — just under half — are set to implement price increases.

The 11 brands raising prices are Yeokjeon Udon, Mijeong Guksu, Insaeng Seolleongtang, Jesun Sikdang, Hanshin Pocha, Dolbaegi Jip, Baek's Beer, Magioreun, Rolling Pasta, Paikboy Pizza and Saemaul Sikdang. Paikdabang, the company's coffee franchise with the largest store count, will not be affected.

At Rolling Pasta, a pasta-focused brand, prices for four salad and side dishes will rise 20.4%, while pasta dishes (17 items, up 10.2%) and pizza items (five items, up 10.0%) will also increase. Paikboy Pizza will raise prices on 12 pizza items by 20.2% and on seven spaghetti and side dishes by 15.3%. Saemaul Sikdang will increase prices on three grilled meat items — excluding domestic pork samgyeopsal — by 6.3%. Hanshin Pocha will raise prices on 15 anju dishes, excluding flame-grilled boneless chicken feet, by 11.2%.

A The Born Korea official said the company had "absorbed as much as possible internally the cost burden on customers stemming from exchange rate increases driven by domestic and international instability, disruptions in global raw material supply, and rising logistics costs." The official added that "external cost pressures have surged sharply since last year, reaching a level that can no longer be absorbed internally."

The official went on to say the company "adjusted prices on the minimum number of menu items where increases were unavoidable, following ongoing discussions with each brand's council to protect franchisee profits."


korean@heraldcorp.com